The UK's Chief Finance Minister clumsily begins her TikTok investment; a creator is judged by the court of public opinion for making content whilst driving; and what the hell are AI audience needs?
Good morning - it’s Sophia Smith Galer, here with the first edition of Told By: your weekly intelligence on narrative vertical video. We begin with a hook analysis - that's the crucial first line of a video in which a scrolling bystander decides whether to pause or not.
The Hook Repair Hotline rang for UK Chancellor of the Exchequer Rachel Reeves this week, who on the 20th May launched for the first time on TikTok with the immortal first line of: "Hello TikTok!"
Only rookies and politicians who blissfully ignore the fastest growing source of news in the UK make clangers like this. Don't be one of them.